Hilton’s 2025 Trends Report Predicts How German Travel Behaviours Will Change In The Coming Year

• Increased travel plans: 30% of Germans plan to travel more for leisure in 2025 than they did in 2024. 
• Solo travel: Nearly one third (28%) travel by themselves often
• Nostalgia: Almost two in five travellers with children (39%) visit destinations they would have liked to see as a child

BERLIN, GERMANY – Hilton has released its 2025 Trends Report – a global study that explores traveller behaviours across the world, including Germany.

Holiday spending

In terms of loyalty benefits, the three most important things to German travellers are the best hotel prices (52%), free Wi-Fi (46%) and space-available room upgrades (25%). When budgeting, Germans prioritize accommodations (53%), followed by culinary experiences (34%) and wellness-focused experiences (24%).

High value placed on sleep, enjoyment and relaxation

The main motivations for leisure travel identified in Germany are to rest and recharge (58%), however there are some differences by generation. For travellers aged 18-34, 23% of respondents identified mental health and self-fulfilment as a key priority when on holiday, compared to just 7% of over 65s. This is also seen in their other travel behaviours. Two in five (42%) travellers aged 18-34 prefer to relax only in the hotel and not leave the resort, whereas just one in five (21%) of travellers aged 65 and older opt not to leave the hotel premises.

Restful sleep is very popular with travellers

More than a third (38%) of travellers said they sometimes sleep better in a hotel than at home, with this rising to over half (52%) for 18–34-year-olds. While 68% of German travellers prefer to sleep in bed with their partner when travelling, 54% admitted that they sleep best alone.

As well as the importance of a quality night sleep, interestingly almost one in four (24%) 18-34-year-olds also admit they often spend the whole day in bed on holiday, compared to just 3% of travellers ages 50 and older.

Memories and nostalgia influence the choice of holiday destination

Germans have a nostalgic relationship with holidays, with over a third of travellers that travel with their children (39%) booking trips to destinations they would have liked to visit as a child. This figure rises to 55% among 18 to 34-year-olds. Holidays in childhood are formative; with 40% of travellers that travel with their children choosing to take their children to destinations that they associate with their own childhood memories.

Quality time with family and friends

When Germans travel with their children, they are looking for authentic experiences. In fact, 60% want to create lasting memories with their families. 

Thirty percent of leisure travellers under the age of 35 are planning a trip with their parents next year, and 39% of all leisure travellers say spending time with family or friends is a motivation for travel. Social media is becoming less important, with 20% of respondents saying they stay off social media while on holiday more than they used to.

Solo travellers want flexibility 

The findings show that those travelling alone have different needs, with more than a third of solo travellers (36%) interested in activities where they can meet others travelling on their own. Solo travellers also say the following would improve their travel experience: friendly and helpful staff (46%), suggestions for activities they can do alone (40%), and flexible seating options in restaurants and bars (32%).

“As a leading global hospitality brand, we know that a great stay is what matters most to customers,” said Simon Vincent, executive vice president and president of Europe Middle East and Africa. “Our 2025 Trends Report shows that resting and recharging continue to be primary motivators to travel, and exploring nostalgic destinations with family and friends is on the rise. Hilton is committed to providing great stays for any occasion, anywhere our guests want to travel. Of course, all underpinned by friendly and reliable service that guests have come to expect at any of our 8,000 hotels around the world.”

To read the full Hilton 2025 Trends Report and see how Germans compare to travellers across the world, visit stories.hilton.com/2025trends.